Advertisers Will Exploit Loopholes In HFSS Ad Restrictions

Loopholes will be exploited by advertisers, undermining measures to cut the amount of high fat, salt and sugar advertising aimed at children that is set to be introduced, according to an alliance of health, medical and consumer organisations.

The National Heart Forum, whose members include the British Medical Association, the British Heart Foundation and Which?, and Sustain have told MPs that the proposals Ofcom is set to announce next month (see

Tighter Regulation Of HFSS Food And Drink Ads Is Needed Ofcom To Allow Sponsorship Of Entire Channels), as well as a grey area over brand advertising.

In Ofcom’s consultation on the television advertising of food and drink products to children, the regulator does acknowledge that the brand advertising issue is a problem.

It notes that the three packages of advertising restrictions being considered apply only to “advertised products, and do not apply to brand advertising where no products are mentioned”.

“If there are no restrictions on brands there is a risk that manufacturers of HFSS products… might seek to use brand advertising and especially brand sponsorship to substitute for the loss of product advertising opportunities,” the Ofcom document reads. “This risks negating any beneficial effect of the regulatory package.”

The bodies are seeking a ban on junk food advertising before 9pm, a position that Ofcom has considered disproportionately severe on the TV, media and advertising industry (see Ofcom Handed New Junk Food Ads For Kids Proposal).

Ofcom: 020 7981 3040 www.ofcom.org.uk